In this dissertation, through analyzing Pinglv company's inside and outside marketing environment, I try to find the existent problem of its current marketing strategy, and then to establish a new one. In the new marketing strategy, Pinglv company's mission is to resolve problems of all kinds of gas engines' liquid cleanness. Its core is filtration technology of all kinds of gas engines' liquid. Its marketing strategy objective is to position its target market as top brand, to research and develop appropriate products, to try its best to become No.1 brand in domestic industry and a famous brand in international industry within five years. On the target market choosing and positioning, whole machine market mainly chooses high-power gas engine and top grade medium, small and mini gas engine as its target market, and chooses high quality, high price, many sort, top brand, excellent service and prompt new product R&D as its market position; spare part market mainly aims at middle grade medium, small and mini gas engine, and chooses high quality, middle price, a few sort, top brand, excellent service and prompt new product R&D as its market position. On establishing own competitive superiority, whole machine market adopts differentia strategy, and spare part market adopts low-cost strategy. In order to ensure the new marketing strategy carried out, I suggest that Pinglv company set down corresponding 4P's strategy and reform correlative management system.This dissertation consists of five chapters as follows: Pinglv company's marketing environment analysis, problems diagnosis of current marketing strategy, marketing strategy of new period, cimplementing of new marketing strategy and conclusion. |